Impact of Digital Marketing on Consumer Buying Behavior- A Comparative Study on the Gender Basis

Abstract

Digital Marketing has changed the way people buy, use and dispose of products or services. Internet, smart phones and mobile apps are the convenient media for day to day needs and wants. Nowadays, consumers have access to a wide range of services available on all the available digital platforms, especially the apps offered on mobile phones. Companies have started shifting from traditional and convention media to digital media. Since organized online cab industry has experienced a boom in demand in India from a couple of years, current research attempts to study. Hence, companies must spend more of their marketing budget on digital media rather than traditional media. The present study focuses on the comparative study of the impact of digital marketing on consumer buying behavior. The study revealed that women will get an insight on the security features and related developments about such online organized cab services.

 Keywords: digital marketing, consumer behavior, organized online cab services, mobile apps